New product launches fail because they aren’t given the time to grow
Jon EvansSystem1’s Jon Evans looks at 10 years of data in the soft drinks category and explains why the few successful new product launches survived in the long term.
Very’s CMO on harnessing a ‘huge’ amount of data to bring more meaning to the brand
Michaela JeffersonAs online retailer Very launches this year’s spring campaign, new CMO Jessica Myers outlines the considerable insight behind it and how she plans to boost business growth.
‘Returnerships’ and tax reliefs: What does the 2023 budget mean for brands?
Niamh CarrollAfter announcing tax reliefs for the creative sectors, the chancellor laid out plans to fill the UK’s job vacancies by supporting the older workforce and mothers. However, there was no mention of reforming the Apprenticeship Levy.
All In Census returns to measure marketing industry’s progress on inclusion
Michaela JeffersonThe marketing industry is once again encouraged to “stop the clock, take 15 minutes and have your say”, with the backing of leaders from the likes of Boots, Specsavers and Channel 4.
Why marketers believe social media is overrated
Molly InnesFrom issues around measurement to lack of authenticity, why do marketers think social media is the most overrated skill by businesses?
Netflix on encouraging ‘honourable’ failure to drive innovation in market research
Niamh CarrollMarketers and researchers should be given the freedom to test the waters with new ideas, the brand’s insight director argues – but their work has to be tied to business outcomes.
Coca-Cola’s insights director: Marketers are often too ‘in the weeds’ to act strategically
Niamh CarrollBrands must ensure marketers have time to use both data and human insight to build out a long-term strategy, research bosses at Coca-Cola and Philips argued on a panel today.
Marketoonist on Maslow’s hierarchy
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
What to consider when setting up an apprenticeship
Matthew ValentineFrom assigning tasks and lines of report to finding the right time for training and the need to go back to basics, there are many things brands must bear in mind when taking on an apprentice.
1 Comment
The law of brand user profiles: The sharpest nail in the coffin of hyper-targeting
Jon LombardoData shows B2B brands, like B2C, generally serve the same customers, which demonstrates the wisdom of marketing to every buyer in your category.
How one housebuilder ‘teleported’ customers by revamping its digital experience
Marketing Week ReportersCastle Green Homes’ digital transformation project invited customers to step inside their new home via a bespoke online portal, designed to take the stress out of buying a new house.
Exploitative vs empathetic marketing: How choosing the right moments can define campaign success
Tom StoneReal-time reactive communications, far from being intrusive, can be key to offering support to your target consumers at the moments when it is most valuable to them.
Former Burger King CMO Fernando Machado on moving into a ‘scrappy’ startup role
Michaela JeffersonSpeaking to Marketing Week, Machado explains how he plans to take his experience marketing some of the world’s biggest brands and use it to drive growth in a plant-based startup.
Three, Mars, Women’s World Cup: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Why Saga believes expanding its media business will help it reach ‘superbrand’ status
Niamh CarrollThe company’s new media brand will help Saga to forge more frequent and longer-lasting relationships with existing customers , says media CEO Aaron Asadi.